MUB_020 Museum Marketing and Management

Faculty of Arts
Spring 2023
Extent and Intensity
2/0/0. 4 credit(s). Type of Completion: zk (examination).
PhDr. Irena Loskotová, Ph.D. (lecturer)
PhDr. František Šebek (lecturer)
Guaranteed by
PhDr. Irena Loskotová, Ph.D.
Museology - Department of Archaeology and Museology - Faculty of Arts
Contact Person: Mgr. Miriam Molnárová
Supplier department: Museology - Department of Archaeology and Museology - Faculty of Arts
Fri 10. 3. 10:00–13:40 M22, Fri 24. 3. 10:00–13:40 M22, Fri 28. 4. 10:00–13:40 M22, Fri 19. 5. 10:00–13:40 M22
Course Enrolment Limitations
The course is only offered to the students of the study fields the course is directly associated with.
fields of study / plans the course is directly associated with
there are 6 fields of study the course is directly associated with, display
Course objectives
The aim of the class is to inform students about the main principles of management and marketing applied into the museum practice. They will learn the basic methods of museum management, the principles of museum marketing, public relations, fundraising and so on with special regard to the developmental tendencies in the Czech republic and the Europe.
Learning outcomes
After completing the course, a student will be able to:
- explain of basic principles of management and marketing of museum institutions;
- apply knowledge in practice
  • Management structure, the basic terms, its history and strategic tendencies in the circumstances of the 21th century. Museums and the problems of free time market.
  • Management as a process, character of a manager, the ways of communication, problems of an office culture. Various ways of management, for example team management, brainstorming, management during a turbulent changes, crisis management.
  • The basic importance of planning, establishment of musem conceptions and strategies. Concrete progress in conditions of the Czech museums. Management of some specific museum activities: collections management, security management.
  • Problems of efficiency standards and measuring of efficiency, measurable and nonmeasurable indicators, museum benchmarking.
  • Public relations ant its importace for the managements. PR in museums and its concrete examples. Museums and news media in the Czech republic.
  • Marketing as an art and science. Marketing mix and its individual parts in Czech republic.
  • Fundrasing as an art and science. The main rules and difficulty of fundraising in conditions of museums with regard to the situation in the Czech republic.
  • International museum ethical code declared by ICOM and the main museum law standards in the Czech republic. Profile of museum structures in the Czech republic and different European countries (structure of a founders, law standards, kinds of museums according to activities).
  • LEDVINOVÁ, Jana – PEŠTA, Karel: Základy fundraisingu aneb, jak získat peníze pro prospěšnou činnost. Praha: ISBN, 1996. s. 146
  • VYSEKALOVÁ, Jitka – MIKEŠ, Jiří.: Jak se dělá reklama. Vyd. 3. Praha: Grada Publisching, 2010. s. 208. ISBN 978-80-2473-492-7
  • NENADÁL, Jaroslav – VYKYDAL, David – HALFAROVÁ, Petra: Benchmarking - Mýty a skutečnost (Model efektivního učení se a zlepšování). Praha: Nakladatelství Press, 2011. s. 265. ISBN 978-80-7261-224-6
  • Museum management. Edited by Kevin Moore. London: Routledge, 1994. s. 298. ISBN 0-415-11279-6.
  • VYSEKALOVÁ, Jitka. Psychologie reklamy. 4., rozšířené a aktualiz. Praha: Grada Publishing, 2012. 324 stran. ISBN 9788024740058. URL info
  • JOHNOVÁ, Radka. Marketing kulturního dědictví a umění : [art marketing v praxi]. 1. vyd. Praha: Grada, 2008. 284 s. ISBN 9788024727240. URL info
  • KESNER, Ladislav. Marketing a management muzeí a památek. 1. vyd. Praha: Grada, 2005. 304 s. ISBN 8024711044. URL info
  • VEBER, Jaromír. Management : základy, prosperita, globalizace. Vyd. 1. Praha: Management Press, 2000. 700 s. ISBN 9788072610297. info
  • KOTLER, Philip. Marketing podle Kotlera :jak vytvářet a ovládnout nové trhy. Translated by Pavel Medek. Vyd. 1. Praha: Management Press, 2000. 258 s. ISBN 80-7261-010-4. info
  • DRUCKER, Peter F. Výzvy managementu pro 21. století. Vyd. 1. Praha: Management Press, 2000. 187 s. ISBN 80-7261-021-X. info
  • LESLY, Philip. Public relations :teorie a praxe. Translated by Stanislav Jurnečka. 1. vyd. Praha: Victoria Publishing, 1995. 240 s. ISBN 80-85865-15-7. info
  • FORET, Miroslav. Komunikace s veřejností. Vydání první. Brno: Vydavatelství Masarykovy univerzity, 1994. 206 stran. ISBN 8021010347. info
  • DRUCKER, Peter F. Řízení neziskových organizací :praxe a principy. Translated by Ivan Bureš. 1. vyd. Praha: Management Press, 1994. 184 s. ISBN 80-85603-38-1. info
Teaching methods
Lectures and dialogues.
Assessment methods
Oral exam.
Language of instruction
Further Comments
Study Materials
The course is taught annually.
The course is also listed under the following terms Spring 2021, Spring 2022, Spring 2024.
  • Enrolment Statistics (recent)
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